Are you doing HGTV tours?

Or are you closing your clients?

Fast Value: Most agents waste their most valuable time. While also making themselves look foolish. Instead of pointing out the obvious, learn why your prospect is talking to you in the first place.

Here is how most home tours go...

Agent follows their prospect around the house...

"This is the kitchen."

"This is the living room."

"Wow, look at this flooring."

Adding no value to the customer, sounding like an HGTV episode.

Don't worry, I was guilty of this too. Let's all blame the TV shows.

Then I realized I was spending 90% of the time with customers talking about nonsense.

When it came to finally earning their business, the tour was over, and they were ready to leave.

Bummer.

It happens way too much, which is why I train a different way to do home tours.

Follow this framework instead...

Clarify WHY they're talking to you (a salesperson) in the first place.

I train this by using question-based selling.

Here are the questions I've found work best to uncover motivation...

• "What are you looking to change about your current living situation?"
• "What was it about this home that had you thinking about making a move in the first place?"
• “What has you thinking about making a move?”
• "Where are you living now?" > "How long have you been there?" > "How do you like it?"

My absolute favorite question to ask the first time I'm touring a home with someone (works at open houses too)

• "How does this house look compared to everything else you've seen?"

The other thing you really want to know is their timeline. Ask this question...

• "In a perfect world... when would you like to be moved into your new home?"

This creates a hypothetical world where they're allowed to be honest.

Pro-tip: Don't let them get away with vague nonsense. 6 months doesn't mean anything.

• Ask another question to figure out what the real timeline is...
  • Example: "What changes in 6 months?"

Once you have a clear understanding of why they want to move, you should be able to label their pain point.

You want to label their pain for 2 reasons.

1. To show them that you're actually listening (you do actually have to listen for this to work)
2. Make sure you're right about what you think their pain is

A label will sound like...

• "It sounds like [this reason] is really important to you.
• Example: "It sounds like you're looking to downsize from your family home and start a new chapter?"

Pro-tip: If you haven't heard of labeling, you should read the book Never Split the Difference, by Chris Voss.

Now, you want to know where they're at in the buying process. However, you don't want to ask a salesy question like "where are you in the buying process?"

Yuck.

Ask it this way instead...

• "What have you done so far to make this move happen?"

With their answer, you should have everything you need to go in for the "sale"

• "Based on everything you've shared with me so far... here is what I do for all my clients who are in your same position..."

Then, offer your service to solve their problem.

This is the CLOSER Framework that I cover in detail in my Sales Masterclass. It's exactly what my team has used to close 740+ deals since 2020.

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